This article talks about something about advertising claims. As we all know, advertisement is a very common tool used by producer to introduce their products to people. And we can easily see them in many places such as television, newspaper, radio and so on and advertisement had [去掉] became one necessary of components which consist of our life. As the advertisement is so closely to our daily life, I’m very interested in this article.
In the beginning of this writing, the author said that many people believe that they have immunity to advertising and it can’t affect them and their behavior of purchasing. In the real society, it’s true that there are such people. But I think the number of them is small. There are still many good advertisements to enjoy and are not childish or dumb as these people view. And those “immune” people don’t know how to appreciate a beautiful and good advertisement and do they are less [are they less] sophisticated?
Then in the second paragraph, the author explodes the Myth in the first paragraph by some surveys and sales figures. The first sentence: “Advertisers know better.” What do they know better? In my opinion, they know how to design the advertisement to attract all the consumers include [including] the “immune” people. There is a logical conclusion that the [去掉] people who said they have more immunity to advertising are more likely influenced. [people who say they immune to advertisement are more likely influenced] Why advertisements are designed to have an effect while someone laughed [laugh] at it, belittled[belittle] it and all but ignored it? It seems that the next paragraph will gives us the answer.
The author says, in the third paragraph, that people who believe advertisements to be harmless nonsense are easily attackedbythem[them]. The answer is they think they are not affected by advertisement. I thought that means people will lessen their alert or that had never occur to their mind. But is that true? I still have some confuses about this. And I also can’t understand “harmless nonsense” completely. The last sentence in this paragraph gives us a simplest way to prohibit the affect on ourselves from advertisement.
In order to do that, we first need to know what the advertising claim is. Advertisers want to confirm [notice] their consumers with some superiority of the products. But the truth of these advertisements is suspected. Originally, when the advertisement first appeared, many people thought it is completely right. But since many feedbacks and complaints about the products came up within the development of advertising industry, part of consumers thought they are deceived and never believe in this again. Actually, there are few claims are total lies and there still have some honest statements. But most of advertising claims give some misleading information while conclude some information about a truly superiority product. I think the owner of product also don’t want to tell a lie, because they put corporation imagine to the first important position and then is the profit. However, we can find that AdMan is intelligent to balance the truth and falsehood by careful choice of words.
From paragraph five to seven, the author talks about the reason whyadman use [advertisers convey] false information and two rules of claims. Nowadays, there is a perfectly competition market in many place. Business people canentry [cangointo ] this market to compete with others freely and openly. With the technologyconsisteddevelopment[the development of technology], products are easily massproduced. [productsareeasilyimitatedandidenticalproductscanbeseeneverywhere.] So in the market there are too manyproductshavesame value[identicalcommodities]. It is hard to identify which is better to choose. [identifywhichonebetterforchoose] Thus, merchants use advertisement to solve this problem. Then the last sentence stopped me. “devote to” means “scarify something to do something”. Can the advertising budget be sacrificed? I don’t know. And my classmates don’t know either. I thought I would ask teacher in class for help.
After read [had read] the sixth paragraph, I found how ridiculous we are for the use words “better” and “best” in claims. [as we treat the words “better” and “best” in claims] Also I had a question about why the author uses “Alice-in-Wonderland”. From the notes of book, I knew that is a name of children’s book. despite of the explanation in the notes, I still want some better or clear explanation to this.
From paragraph 7, the author may tell us a technique to identify the truth of advertising claims. If the advertisement can give us a very clear description about the superior product and some kinds of convincing evidence of superiority, we can almost believe in it. In this paragraph, one sentence confused me that “maybe equal to but not better”. It is a litter difficult for me to understand it. [it is a little difficult for me to understand.]
Paragraph eight indicates that advertisers will use several techniques to create the illusion of superiority of product for [because] this product is identical to other product with same value [identicaltootherproducts]. It also intrigues me to read the following parts of this article.
